Banks and Municipalities: a shared desire to communicate on Guaranteed Personal Microcredit

Bancos y Municipalidades: una voluntad de comunicar sobre el Microcrédito Personal Garantizado

Valérie Billaudeau (), Elizabeth Poutier, Pascal Glemain and Emmanuel Bioteau ()
Additional contact information
Valérie Billaudeau: ESO - Espaces et Sociétés - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UM - Le Mans Université - UA - Université d'Angers - AGROCAMPUS OUEST - UR2 - Université de Rennes 2 - CNRS - Centre National de la Recherche Scientifique - IGARUN - Institut de Géographie et d'Aménagement Régional de l'Université de Nantes - UN - Université de Nantes
Elizabeth Poutier: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Pascal Glemain: LIRIS - Laboratoire interdisciplinaire de recherche en innovations sociétales - UR2 - Université de Rennes 2
Emmanuel Bioteau: ESO - Espaces et Sociétés - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UM - Le Mans Université - UA - Université d'Angers - AGROCAMPUS OUEST - UR2 - Université de Rennes 2 - CNRS - Centre National de la Recherche Scientifique - IGARUN - Institut de Géographie et d'Aménagement Régional de l'Université de Nantes - UN - Université de Nantes

Post-Print from HAL

Abstract: Communicating on the offer of Guaranteed Personal Microcredit (GPM) with low income families: this is the shared ambition of the local municipalities and the « Crédit Municipal » institution in the cities of Nantes (1999) and Paris (2008). In both cases, this offer from the « Crédit Municipal » is part of a public policy of solidarity supported by the city concerned, « to strengthen the integration and reintegration » of some low-income households. Despite these microcredits being backed by a bank and partnership support structures, the number of microcredits has not noticeably increased, highlighting problems of communication. This has led to the vast communication campaign deployed by the cities of Paris and Nantes being brought into question, more especially as it demanded an investment, both in time and finance, rarely carried out elsewhere. Employing a qualitative approach, we analyzed the communication tools used for Guaranteed Personal Microcredit and the impact on the image of the banking and political organizations concerned by this offer.

Keywords: Microcredit; Communication; Campaign; Image; Municipalities; Bank; Microcrédito; Comunicación; Imagen; Municipios; Bancos; Municipalité; Banque (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Published in La Revue des Sciences de Gestion, 2017, 287-288 (5), pp.79-88. ⟨10.3917/rsg.287.0079⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01892271

DOI: 10.3917/rsg.287.0079

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().